Performance Analysis Memo

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In this memo, I will discuss the process of the analysis on the performance of our company for the past 4 years using Cognos, interpret the results, and provide recommendations for further improving our business performance.
Our company sells 4 product types: irons, putters and woods golf equipment, and golf accessories. There are many different products under each of these product groups. These products are sold to department stores, golf shops and sports stores in 3 major regions – Americas, Asia Pacific and Europe. In order to promote our products, we utilized a variety of advertising channels including television, sponsorship, radio, magazine, email, direct mail, and other advertising.
First, I analyzed the revenue of Golfsmith. I extracted and filtered the data sets of customers, regions and revenues in order to figure out which region and customer type had …show more content…
The result revealed that the advertising costs for all the products was not the same, we had spent a lot on product type “woods.” It also indicated that the advertising channel we used the most was the sponsorship. Furthermore, it showed that we generated revenue from Hailstorm Titanium Irons and Lady Hailstorm Steel Woods Set, but we did not spend money on advertising them. This implied that if we spend money to advertise, we probably can generate more revenue from these products. I had noticed that the advertising cost kept increasing until 2011 and then dropped in 2012, but the revenue still kept rising from 2009 to 2012. It was because in 2009 and 2010, our company introduced many new products. Introducing a new product typically requires a lot advertising costs in the first one or two years. But as time goes by, there is no need to spend that much money to promote since consumers are already familiar with the product. So we reduced a certain amount of advertising expenses in 2012 and still maintained a steady growth of

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